we want to be the best furniture company - … want to be the best furniture company! august 2015 i...

WE WANT TO BE THE BEST FURNITURE COMPANY!

august 2015 I issue 8, vol. 1

THE

MARKETING AT ITS FINEST

Seen & HeardKerry Lebensburger1

Marketing MediaThree Elements of Advertising5

The Latest From the ShoeboxSianko’s 3-Month Plan - August, September & October7

Style is Served!Elsa Weber23

TOP MARKETING REASONSCole Sianko3

In MotionTony LaPlante on Motion28The State of StationaryRick Coppola: Stationary Division29Snooze NewzBrad Rogers: Bedding Division32

The GoodsMichael Pitman on Casegoods25

Another Ashley Advantage5% Advertising Collections - July through October34Upcoming Furniture Today Ads35

Design Layout brought to you by Crystal L. Speltz&

Advertising Winner21

OUR MISSION Improve Quality

Reduce Cost

Do More Business

Be Profitable

Stay in Business

Wow! This market was seriously 100% without a doubt the greatest market we have ever had! Here are some reminders of the key takeaways from the show:

ThePandeadlinewasAug10!Wehaveofficiallymadethisthebestpromotiontodate!Ican’twaittohearthevariousways teams are executing this promotion. Thank you for your hard work and dedication to making this successful. We ordered a handfulofextrakitsfordealerssendingintheirordersearlythisweek.Theextrakitsarelimitedandonafirstcomefirstservebasis.

Shoebox marketing is the best its ever been. The ideas were well thought out and researched for the best possible resultsontheroad.Sellthemwithconfidence.(Innovativeideas+creativetalent)xAmazingMarketingSalesteam= Success! Contact your preferred print vendor to receive your Shoebox Marketing kit.

The Ashley Creative Department worked closely with Moso Graphics to provide you with outside the box display ideas to appropriately compliment the new accessory line. Jeremy from Moso and I spoke so often over that past 3 months that I have him on speed dial above my mother! The POP will be made available for stores that want to imple ment this display.

SierraSleepisonfire!ThemattresseslookedandfeltincredibleandthePOPstorylineturnedoutgreat.Nowthe teamscansellwithevenmoreconfidenceintheirbrand.ThePOPsaleskitwillbeintroducedinacoupleweeksand will include packages for 2 – 12 mattress displays. Stay tuned.

Catalogs.com is not Wondersign, but a wonderful compliment to your online catalog business. Roughly $150 a month for an interactive shopping friendly online catalog…. That’sacrazyvalue!ComeHighPoint,weplantoformallyintroducethemtoourMarketingSpecialistsandretailstores.Isimplywantedthemtogettheirfeetwetwithoursales teams. In the meantime, feel free to push their product and share success stories.

Tailbase is a solid website option. I spend a lot of time researching web companies for great values for our Marketing Specialists. Tailbase is very good at what they do and will be invited back in High Point. In a couple weeks, Bob LaPointe will be hosting educational webinars for those that would like to learn more about their program.

The best is yet to come! We will continue to challenge ourselves to provide a wow factor at every single show. Thank you very much for topping off a fantastic furniture market!

#greatestmarketever

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by Cole Sianko

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Eddie McCain . Shawn Harris . Michael Occhipinti . Anna Alessi Jimmy “Turbo” Herbig . Andrew Alfonso . Andrew ChapmanSpecial Thanks

to the Marketing Presentation Committee!

EVEN MORE DEALS ONLINE! DEALERWEBSITE.COM

$000 $000 $000 $000

$000 $000$000

medium brownbunk beds

medium brownbunk beds, chest & night stand

black & greybunk beds

MATESROOM

$000

$0000$000

design your way!

L shaped desk

BACK TO COLLEGESALE!

desk chairblack desk desk chair

entertainmentchest

white poster bed includes headboard, footbard and rails

white poster bed, dresser, mirror, chest & night stand

$50 $100instant rebateon $500!*

instant rebateon $1000!*

$000file cabinet

also available in white

$000dresser & mirror

$000night stand

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High Point Furniture MarketFall 2015. October 16 - 21

Upcoming Market Dates

ROCK Brick & Mortar Advertising: Spider StandsBannersHang TagsWindow DisplaysParking Lot SignageExtra CircularsIn-store CouponsWall or Floor Graphics

DIGITALWebsite Marketing:

eCommerceeCatalogeCirculareCouponsWeb Banners/SalesMobile OptimizationOnline Videos

Search Engine Marketing

Pay Per ClickSocial Media Online Videos/Commercials

Social Media Marketing

PinterestFacebookTwitterGoogle +YelpInstagram

Room Planners Keyword DescriptionsMeta TaggingCustomer Rating Items You May LikeEmail BlastsBlogging

Google PlacesBloggingMeta Tagging

VineYouTubeFour SquareLinkedInEtc Etc Etc

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PAPER Newspaper & Mailbox Advertising:

CircularsDirect MailROPBillboards

Marketing Media Rock, Paper, Digital

Back to School BashThe Back to School Bash is a celebration for the back to school shoppers. When budgets are tight from books, clothes, and in some cases moving expenses, the purchaser needs to feel confident with the value of the advertising offer. The Back to School Bash offers an instant rebate with select purchases. The rebates can adjust to your retailers wants, but the take away is flipping a coupon offer into an instant rebate to the customer.

WEBSITE BANNER ADS2 PAGE CIRCULAR

PRIVATE LETTEREBLAST TEMPLATES

B CK TO

SCHOOL

BASH

50 OFF

•INSTANT REBATE•

$

$on purchases of $500 or more

100 OFF

•INSTANT REBATE•on purchases of $1000 or more

BUCKSBONUS

7

WEBSITE BANNER ADS2 PAGE CIRCULAR

PRIVATE LETTEREBLAST TEMPLATES

Loyalty is everything. We have also assembled a pre-written private letter for the VIP customers or key targeted customer that should be VIPs. We are hearing fantastic results on private letters. Yes - They are more expensive. However, the response percentage tends to go up. Do the math.

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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance

BACK TO COLLEGE I always get asked, what age is your buyer? My response is “We don’t limit ourselves to an age. Floor to Ceiling — Kids to grandparents — We have something for everyone.” Being the best value in the industry, we have a great opportunity on our hands with the Back to College customer. Use these ads and target the campus kid that’s looking for great furniture at affordable price points.

EVEN MORE DEALS ONLINE! DEALERWEBSITE.COM*See store for details. †Durablend upholstery products feature a seating area made up of a combination of Polyurethane and/or PVC, Polycotton, and at least 17% Leather Shavings with a skillfully matched combination of Polycotton and Polyurethane and/or PVC everywhere else. ©2015 Ashley Furniture Industries, Inc.

SLEEPERSFLIP FLOPS&

$000charcoal flip flop sofa

$000black flip flopsofa

$000red flip flop sofa

DEALSMATTRESS



BESTFRIENDS

$000rocker reclineravailable in mocha, burgundy, moss & chocolate

$000rocker reclineravailable in gray, red & espresso

$000rocker reclineravailable in onyx & espresso

$000 $000

$000

42" TV stand 64" LG TV stand

64" LG TV stand w/ fireplace option

$000denim queen sofa sleeper

$000 twin, full or queen

$000$000

each available in denim, crimson &

basil

BUY A SLEEPER &GET THE

RECLINER

FOR $000


Twin Set

Full Set

King Set

Mt. Harvard Pillow Top Mt. Whitney Pillow Top Mt. Rogers Plushqueen set now only

$000$000$000

Twin Set

Full Set

King Set

queen set now only$000$000$000

Twin Set

Full Set

King Set


$000 $000 $000Mt. Rogers Pillowtop

Twin Set

Full Set

King Set


$000


$000 $000 $000 $000

$000 $000$000




MATESROOM

$000

$0000$000

design your way!

L shaped desk



entertainmentchest





$000file cabinet



$000night stand

EBLAST TEMPLATESEBLAST TEMPLATES


$000 $000 $000 $000

$000 $000$000




MATESROOM

$000

$0000$000

design your way!

L shaped desk



entertainmentchest





$000file cabinet



$000night stand

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Scratch, Save and RaveThere are two key things sales and marketing pros love.... Winning and customer engagement.

Here’sWhy:Customer Engagment + Winning = Success

Now throw in social media...(Customer Engagment + Winning = Success)X Social Media = Perfect Storm of Success

Now the question is:.How can we get a customer to be engaged, feel like they walked away with a great deal, and prove it by spreading the word?

This is exactly why we are introducing the Scratch Save And Rave promotion.EBLAST TEMPLATES

4 PAGE CIRCULAR

WEBSITE BANNER ADS

EBLAST TEMPLATES

4 PAGE CIRCULAR

WEBSITE BANNER ADS

It’ssimple: Prior to purchase, every customer that enters the store receives a discount scratch off card. If the customer shares their savings or purchase on their Facebook page, the store will double their discount! • Don’t have a Facebook page? No problem….Text (5) friends instead. • Don’t have 5 friends? Call someone that does.Double Discount Alternatives:Free Delivery, Free 2 year warranty, No sales tax, free store gift card, or even a free piece of furniture. #ScratchSaveRave

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Labor Day Weekend Red Tag SaleLabor Day weekend is the second most shopping holiday weekend in the furniture business. Having the right sale that meets the consumers needs, is extremely crucial for your business. I want you to imagine what a typical Labor Day circular ad lookslike….. What do you see? Is there a color that dominates the ad? How about fonts? What does the marketing message look like? Let me guess, you see a red dominating color, big bold font faces, and perhaps a clearance like marketing message?

If I’m right, its because the retail industry has conditioned us to expect this style advertising on Labor Day weekend. We as consumers completely expect to see insane Labor Day offers. Now here’s the problem…. If majority of these ads feature reddominating color, big bold font faces, and perhaps a clearance like marketing message, then how will your ad stand out? Take a deck of cards, remove all the black cards, and drop the hearts and diamonds face up on a table…. How easy will it be tonotice the 7 of hearts? Not too easy — is it?

Now, replace the 7 of hearts with the 7 of spades and perform the same exercise…. The 7 of spades stood out of the pack, right? This Labor Day we are going to offer the 7 of Spades ad in a deck of hearts and diamonds. We’re sticking with a solid/expectedmarketing message while adjusting the visual presentation to stand out of the deck

EBLAST TEMPLATESEBLAST TEMPLATES EBLAST TEMPLATESPRIVATE LETTERPRIVATE LETTER

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Score Your Discount - Football Season Savings EventSo we just got off one of the best Labor Day Sales we’ve ever had and now need to carry the momentum through the remainder of the month.By offering a football driven promotion, we are engaging with our customer base, staying relevant, and most importantly creat-ing a memorable experience. Who knows — if the program is successful enough, why not make it an annual football event.The next few pages will show you how to create a memorable football event.


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Billing Information

Company Name:

Contact:

Address:

City: State: Zip:

Phone: Email:

Shipping Information

Company Name:

Same As Billing

Contact:

Address:

City: State: Zip:

Phone: Email:

ph: 503.719.6867 | fax: 503.719.6870 | SHOP.MOSOGRAPHICS.COM

13225 NE Whitaker Way, Portland, OR 97230

Payment

Card #: Expires:

Print Name: Sec #:

Date:

Payment is due prior to print dateVISA Mastercard Discover AMEX

Signature:

$299ALL FOR ONLY

plus

within continental US

FREE GROUND SHIPPING

FOOTBALLTHROW & SAVE PR

OMO

KIT

25Hang Tags3.75” x 5.75” Single-Sided Top/Center Drill Hole

25DiscountCards2” x 3.5”Single-Sided

1Lg Spider Stand31.5” x 79” Includes Stand Grommets in Corners

1Banner35” x 8” with Grommets

1 Football Gamewith 10 Mini Footballs

Choose Your Size - M / L / XL1 Referee Jersey

*Product will vary from image shown*

Order 3 Jerseys A La Carte for $99

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Halloween Scary Savings EventDid you know that Chipotle gives away a free burrito to to anyone wearing tin foil on halloween? Next Halloween, drive by a Chipotle around 7pm and notice the line out the door. In the furniture business, we can incorporate fun too. How about a kids costume or a pumpkin carving contest? They do or do not have to be present…. Leverage your social media pages… #(store name)costumecontest What about anyone wearing a costume during the promotional period receives 35% any single item? After all — Oct 30 and 31is going to be slammed with halloween parties. People will be dressed up…. take advantage.What about offering a free pumpkin with any purchase? Have your local pumpkin person set up shop in the parking lot.


19 Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance 20

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Discover a World of Savings SaleColumbus Day is historically a solid holiday weekend for shoppers.The holiday shopping begins and decorating the home is a higher priority.

This Columbus we have two advertising options to Discover.1. The Passport of SavingsThe Passport of Savings is a book of redeemable discounts forthe year. In my opinion, this book should be given to the VIPcustomers or first 100 shoppers on Columbus Day Weekend.2. The Scratch OffHow can we keep the Discover Your Savings theme andactually mean it? A scratch off. By offering a scratch off, weare literally asking the customer to discover their savings byscratching for their discount. Scratch Offs can be order from [email protected]


EBLAST TEMPLATESPRIVATE LETTERPRIVATE LETTER

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ADVERTISING WINNER

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TEAM MISSOURI! ROLLING THE DICE OF DEALSWe came up with the Roll the dice for discounts ad. It gives a maximum discount of 12% to the customer, but letting the dealer take advantage of 5% off product and upping their margins a mere 7%, the maximum discount doesn't cause the dealer any more than what they would normally advertise the groups for.

We brought some fun to the circular by making it look like an old time Vegas strip, also we didn't use just a small pair of regular dice. We made it fun by using oversized blow up dice that measure 16x16x16. Definite-ly works as eye candy in store. The dice ran about $12 shipped off of amazon, very little investment.

— Missouri Team

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Style isServed!

MENUEarth Tones

Mixed Textures

Clean Lines

Pendant Lighting

Light Woods

Soft Hues

Don’t forget about th

e floor!

Textured rugs in neutr

al colors

are a great way to add

layers

in a snap!

Nature-themed wall art in soft colors add visual interest and flair. Try it out above a dining room hutch or server piece.

A wood table with an extra leaf

is perfect for showing off a

more vintage look while easily

adding space for extra guests.

More Room, More Style!

It’s hip to be square! Bright Idea

Lay Low

It’s All Natural

Straight edges and wood panels make a style statement for every meal.

Adding a pendant lamp that contrasts the colors and textures of the dining set will stand out and shine!

Danimore Dining Room Set

Danimore Table

Emerfield Table

Benen

Berwin

Kavara Dining Room Set

Gaenor CadenDalinda Cade Fabunni

Flatweave

Vintage

Woven

Textured

Natural Fiber

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2731

Stationary64500 - T180-13 • L247014 • R304002

204XX - T131-13 • L129914 • R401312

966XX - T732 • L283514 • R401272

26800 - T136 • L433294 • R259002

58100 - T415 • L372944 •R382002

44200 - T481 • L211894 • R060002

Motion - LEATHER92300/01 • U75900/01 • 47301

MOTION 58300Sec • 54501Sec • 42401 Sec

RECLINERS 199 • 650 • 175 • 719

ENTERTAINMENT W325 • W697 • W553

HOME OFFICE H410 • H704 • H641

TABLEST007 • T550 • T559

TABLEST559 • T127 • T845

TABLEST127 • T477 • T845

Case Goods - BEDROOMB653 •B591/B592 • B138/139 •B246

Case Goods - KIDSB298 • B150

Case Goods -DININGD567 • D594 • D442 • D585

SeptemberAugust

Stationary380 Sleepers

939 •T180 • L118824 • R296002

166 • T269 • L280331 • R297002

443 • T517 • L319834 • R323002

800 • T587 • L207804 • R385002

477 • T337 • L1000074 • R382002

Motion - LEATHER 51202/03 • U78001/02 • 95201/02

MOTION 83601 • 40600/01 • 57802

RECLINERS 475 • 764 • 773 • 706



October

Stationary

43400 • T231 • L115244 • R139002

96701 • T584 • L201944 • R297002

45600 • T479 • L428354 • R32802

35500 • T499 • L439564 • R250002

63100 • T705 • L511934 • R060002

307XX • T165-13 • L318924 • R184002

Motion - LEATHER 51202/03 • U78001/02 • 83200/01/03

MOTION 83601 • 40600/01 • 56701

RECLINERS 47500 • 406 • 832 • 199



Case Goods - BEDROOMB526 •B645• B248 • B219/B216

Case Goods - KIDSB188 • B325

Case Goods -DININGD328 • D314 • D367 • D553

Case Goods - BEDROOMB455 •B525• B216/219 • B246

Case Goods - KIDSB213/233 • B131 • B106

Case Goods -DININGD314 • D293-225 • D520 • D540

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Another Ashley Advantage: 5% Advertising Collections

33

May

142012Vol. 36No. 35

$10T H E B U S I N E S S N E W S PA P E R O F T H E F U R N I T U R E I N D U S T R Y

By Gary Evans

BENTO GONCALVES, Brazil — Movelsul Brasil closed out the largest furniture trade show in Latin America in late March with record attendance and sales expected to be more than initially predicted.

Movelsul is held every two years here in Bento Goncalves, a furniture town of 102,000 in southeast Brazil, a major furniture manufacturing area in a mountainous part of the

country dotted with vineyards and wineries. The five-day event drew 38,148 visitors

and 317 exhibitors, which ranged from up-holstery, mattress and case goods vendors to

see Brazil, p20

By David Perry

CARTHAGE, Mo. — Leggett & Platt is entering a new cate-gory — rap music — to tout one of its core businesses: inner-spring mattresses.

L&P teamed with Sec-ond City Communications to create “Get Hybrid,” a fast-paced music video that blends humor, rap music and bedding insights to tout what L&P calls “the Ultimate Hy-brid,” sleep sets that feature L&P’s encased Comfort Core innersprings.

see Hybrid, p28

L&P promotes ‘Hybrid’ in rap

By Larry Thomas

MONTERREY, Mexico — Grupo Famsa, a Mexican retailer of furniture, appli-ances and electronics, an-nounced it will close nearly half of its U.S. stores due to deteriorating sales and in-creased operating losses in

the U.S. market.The Top 100 retailer said

it will shut down all 24 of its stores in California, Ne-vada and Arizona later this year. That will leave Famsa with 22 U.S. stores in Texas and three in Illinois.

No timetable for the closings was announced,

but the publicly traded company listed its western U.S. stores as discontinued operations on its financial report for the quarter ended March 31.

The company said the 24 stores to be closed had a net loss of approximately

see Famsa, p10

Brazil show reportsrecord attendance

Famsa closing 24 storesWill exit West Coast, keep 25 U.S. units

Singers perform the “Get Hybrid” song as a crowd of extras looks on.

ECRU, Miss. — Promotional upholstery source American Furni-ture’s sales declined 15.7% in the first quarter to $30.3 million, par-ent company Compass Diversified Holdings reported in a Securities and Exchange Commission filing.

American posted an operating profit of $289,000 for the quar-ter, a turnaround from the first quarter of 2011, when it had a loss of $8 million due mainly to a $7.7 million non-cash impairment charge to goodwill and its trade name.

Stationary upholstery sales were down about $6.3 million from a year ago and motion product sales fell about $500,000, the com-pany reported. But recliner sales were up $1.2 million as American

see American, p34

By Jay McIntosh

HIGH POINT — Ashley remains the leader on Furniture/Today’s annual Top Sources for the U.S. Furniture Market report, with the $3.3 billion giant adding more to its top line last year than the rest of the companies on the list combined.

But the real story is just below Ashley in the rankings, with a growing La-Z-Boy overtaking a shrinking Furniture Brands Inter-national for the No. 2 slot.

La-Z-Boy’s 6.1% growth gave it sales in the U.S. market of $975 million in calendar year 2011, while a 5% decline at Furniture

see Top Sources, p14

Ashley remains top U.S. source

HIGH POINT — Three new International Pavilions at High Point’s Showtime fabric show next month will welcome 21 companies from Turkey, Taiwan and China making their U.S. show debuts.

Officials from International Market Centers and the Inter-national Textile Market Assn. said the exhibitors will be in Suites at Market Square, which IMC owns and operates. ITMA hosts Showtime, which is set for June 3-6.

see Showtime, p10

I N D E XBedding Benchmarks .........17Bedding Retail Playbook ...25Bedding Today ..................24Classifieds ..........................30Industry Numbers ..............34

Material ConneXion ...........22On the Water .....................11Opinion/staff listing ...........29Rug news ...........................26Trending: Entertainment ....12

www.furnituretoday.com

American Furniture sales fall 15.7%

Adding 21 international exhibitors Showtime goes global

FT001i35 1 5/11/2012 2:49:47 PM

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